What is the Walmart Affiliate Program?
When you are in the process of assessing the value proposition of an affiliate marketing program, it's imperative to weigh a myriad of critical dimensions. These often include the user interface and ease-of-navigation on the platform, the financial incentives and commission structures that are available, the extensive or limited nature of the product catalog, and the overall revenue-generating potential. The Walmart Affiliate Program excels in many of these areas, providing a compelling set of advantages for affiliates. However, it is also worth noting that the program has its set of challenges that need careful consideration.
Solid Brand Reputation and Consumer Trust
Walmart is not just a retail brand; it's a global phenomenon with an exceptionally strong market presence, particularly in the United States. Unlike situations where one must advocate for products from a less-known eCommerce entity, affiliates who market Walmart products find the task of convincing potential customers significantly reduced. The trust is already built into the brand, effectively eliminating the need for rigorous trust-building strategies.
A Vast Selection of Product Categories
The sheer size and scale of Walmart’s operations mean that as an affiliate, you're privy to an unparalleled selection of products across multiple categories. From electronics and apparel to groceries and home goods, the options are abundant. This breadth of choice provides affiliates with myriad opportunities for monetization, thereby enriching the content and revenue streams of their blogs or websites. Initially, you might focus on promoting a select group of items that align well with your target audience. As your blog garners greater authority and traffic in that niche, the Walmart Affiliate Program allows you the flexibility to diversify and introduce additional product lines, thereby boosting potential earnings.
Highly Functional and User-Friendly Affiliate Platform
Walmart has invested substantially in developing a robust and comprehensive platform to cater to the varied needs of its affiliate partners. The platform boasts a suite of features designed to facilitate an affiliate’s daily tasks and optimize performance metrics. Among these features are hyperlinked product and promotional offers, a variety of customizable banner ads, and plugins specifically designed for WordPress and Chrome users. What sets the platform apart is its centralized dashboard. This hub provides a unified, real-time overview of key performance indicators, sales metrics, and upcoming commission payouts, making it a one-stop-shop for all your affiliate marketing analytics.
Uncomplicated Onboarding Process
Many affiliate programs have stringent entry requirements that can prove to be a significant barrier for newcomers. These can include mandatory qualifications like a high minimum threshold for website traffic or a proven track record in garnering a positive online reputation. In contrast, Walmart has a relatively more lenient application procedure that places fewer obstacles in the path of those who are at the preliminary stages of their affiliate marketing career.
1. Initiate the Application: The first step in becoming a Walmart affiliate involves filling out a detailed application form.
2. Specify Business Model and Media Platform: On the application, you'll need to indicate the nature of your business model from a list of options, such as content creation, deals/coupons, loyalty programs, and more. You're also required to select the medium through which you plan to promote Walmart's products, be it a website, podcast, or email newsletter.
3. Undergo Review: Walmart's team will evaluate your application by examining your media properties to ensure they meet Walmart's guidelines. The company is generally open to various types of platforms unless they contain fraudulent or offensive content.
4. Geographic Focus: As Walmart primarily targets the North American market, the evaluation process also includes checking whether your promotional activities align with this demographic.
5. Application Approval: Within 24 hours, the Walmart team will either approve or reject your application. Though rejections without stated reasons do occur, they are rare, as Walmart aims to enlist as many affiliates as possible.
6. Post-Approval Formalities: Upon approval, you'll receive a confirmation email and gain access to your affiliate dashboard. This is where you can monitor your sales performance and link your bank account for payment.
The Walmart Affiliate onboarding process involves completing an application form with details about your business model and media properties. Following a generally non-restrictive but thorough review process that usually takes up to 24 hours, successful applicants gain access to their affiliate dashboard where they can track sales and arrange for commission payments.
Extended Cookie Duration for Improved Conversion Opportunities
In the competitive landscape of affiliate marketing, tracking cookies play a crucial role in ensuring that affiliates are correctly credited for the sales they generate. Unlike Amazon’s Associate program, which allows a mere 24-hour window for tracking customer activities initiated through an affiliate link, Walmart offers a more generous 72-hour (or three-day) window. This extended timeframe provides potential customers with the leeway to think over their purchases without rushing, thus increasing the likelihood that the sale will ultimately be credited to you as the affiliate.
Limitations to Consider:
Modest Commission Rates
While some affiliate marketing programs in specialized niches can offer commission rates as soaring as 60%, Walmart caps its commission at a relatively modest 4%. Categories such as clothing, baby, jewelry, home, health, gifts & registry, and patio & garden would give you an exact rate of 4%. However, certain categories like photo, music, movies, and books offer commissions at rates less than 4%. The rationale behind this conservative rate structure stems from Walmart’s business model, which leverages high volume and low margins. The company's massive customer base and extensive product range make it economically impractical to offer elevated commission percentages.
In summary, the Walmart Affiliate Program's commission structure is varied, ranging from 1-4% depending on the product category. High-value categories can offer a 4% commission, which can be particularly profitable for expensive items. Lower-value categories offer less than 4% in commissions. All earnings are credited within a 60-day window after the sale's respective month has concluded.
Potential for Reduced Online Conversion Rates
A somewhat paradoxical drawback of Walmart's overwhelming physical presence is its potential to compromise online conversions. Given that Walmart stores are nearly ubiquitous, many consumers prefer visiting a physical location to view a product firsthand before making a purchase. This behavior pattern can interfere with online conversions and consequently impact the efficacy of your affiliate links, particularly for products that are readily available in physical stores.
Lengthy Payment Disbursement Schedule
The standard industry practice for affiliate programs is to process commission payouts within a window ranging from 14 to 90 days post-transaction. However, Walmart's affiliate program leans towards the latter end of this spectrum. The company maintains a 60-day holding period after the month-end of the sale before disbursing the commission. This elongated timeline can affect your cash flow, particularly if you rely on prompt commission payments for reinvestment or operational expenses.
The Walmart Affiliate Program offers a well-rounded package that caters to both newcomers seeking a low-barrier entry into the affiliate marketing landscape, as well as seasoned veterans looking for a reliable and expansive platform. Despite certain limitations such as modest commission rates and a protracted payment cycle, the program stands out for its ease of use, extensive product catalog, and the added advantage of Walmart's sterling brand reputation. Engaging with Walmart as an affiliate is a straightforward and generally lucrative venture, provided one approaches it with a thorough understanding of both its strengths and weaknesses. We hope this blog post was beneficial!
Thank you,
Commerce Canal Team
To learn the ins-and-outs about the comprehensive guidelines Amazon holds for their FBA packaging, click here.
Commerce Canal is a leading Amazon Agency and Walmart Agency. Additionally, we offer clients a vast selection of partnerships and services for all major eCommerce platforms. To view our partners, click here. To get in contact with us, click here.
In need of the newest analytics and marketing dashboard? With our partner Purvey.ai, all of your eCommerce data is simplified and centralized. To sign up for a FREE trial, click here. To see the list of integrations Purvey.ai offers, click here.